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IKEA INTERNATIONAL
SUBMITTED BYRACHIT GULATIMBA 1ST YRM100700043
IKEA is a private held international home product company.
Incorporated in 1943. Head office at ALMHULT,SMALAND,SWEDEN
INTRODUCTION
IKEA is an international home product company that designs and sells ready to assemble furniture apppliances and home accessories.
In what business we are in?
"To create a better everyday life for the many people.”
IKEA VISION
IKEA home accessories.
PRODUCT SELECTED FOR RESEARCH
Total revenue of ikea is 31 billion $ in 2009
With a market share of 6.1 % globally
Total revenue and Market share
1)NORTH AMERICASUSACanada2)EASTERN EUROPEBulgariaRussia3)WESTERN EUROPEGermanyNetherlands
IKEA GLOBAL OPERATIONS
4)OCEANIA Australia5)ASIA China Singapore Japan6)MIDDLE EAST Saudi Arabia
IKEA GLOBAL OPERATIONS
Kitchen accessories BookCase Ranges Boxes Picture and Frames Doors Book Shelves Wall Decoration things
PRODUCTS OF IKEA in HOME ACCESSORIES
IKEA GLOBAL OPERATIONS
IKEA currently operating in 37 countries and territories.
IKEA has 301 stores.
IKEA STORES WORLDWIDE
Sales
EUROPEASIA AND AUSTRALIANORTH AMERICASMIDDLE EAST
Sales of IKEA
COMPETITORS OF IKEA
Is an American co. Headquarters in New York,USA It is in Fortune 500 list.
PRODUCTS-Art and craftHome storage productsKitchen toolsKitchen AccessoriesCabinets
JARDEN
It is an American Brand founded in 1963 Home and Hardware is one of the division of
FORTUNE BRANDS. It’s in Fortune 500 Companies.
PRODUCTSOmega CabinetryKitchen accessoriesMaster LocksDoors
FORTUNE BRANDS (Home and Hardware)
MASCO Screw Product co. An American company Head office in Michigan USA
PRODUCTS Kitchen Accessories Cabinets Pictures and Frames
MASCO
An American manufacturers subsidiary of Newell Rubbermaid.
Head office in NorthCalifornia, USA. It is one of the fortune 500 companies.
PRODUCTSSheds,Step stoolsShelvingsKitchens AccessoriesPictures Frames
RUBBERMAID
It is leading UK based company. Incorporated in 1964 in London. Headquarters in london UK
Products Kitchen cabinets Doors Floorings
Galiform
IKEA vision "To create a better everyday life for the many people.”
IKEA aims to provide product also to those who can’t spend huge money.
Our market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."
IKEA PRODUCT POSITIONING
By Developing stylish Retail Outlets in different areas
CO. spending huge amount on advertisment of their products.
IKEA PRODUCT POSITIONING
Wide range of products according to the need of consumers.
Products available for different sections of the society.
Products adaptation according to the need of different market.
Diversify product line and product depth.
PRODUCT STRATEGY
Low priced furniture store provides reassemble furniture and casual furniture.
Most of IKEA’s product are stylish that makes the company unique.
Concept of Flat packaging which makes it easier to consumers to transport the furniture.
PRODUCT STRATEGY
IKEA designs its own furniture.
IKEA offers a variety of style for interested consumers to choose from.
PRODUCT STRATEGY
High Profile advertisment campaigns. (spending 70% of annual marketing budget in
printing catalogs.)
Upon entry to IKEA store shoppers are guided properly.
Online shopping
IKEA providing home delivery serice to its customers.
PROMOTION STRATEGY
After sale service to the customers.
Online advertisments.
PROMOTION STRATEGY
IKEA’S low priced create appeal amongst its customers in touch.(Its vital to keep price as low as possible when retail sector is in depression)
IKEA pricing strategy targets consumers with limited financial resources
The co. must ensurethat it is always recognised as having the lowest prices on the market in the future.
PRICING STRATEGY
IN EUROPE IKEA is planning to open 10 new stores in
europe.
Russia is a potential market for IKEA because the economy of Russia is expanding.
Germany is a largest market of IKEA.
Future growth of IKEA in selected countries
IN NORTH AMERICASAmerica market can be tough for IKEA as
thereAre big competitors likeFORTUNEBRANDS,JARDEN,MASCO exists.
IKEA planning to open 5 new store in USA.
Future growth of IKEA in selected countries
IN ASIA Asia is a large potential market for IKEA IKEA is planning to enter in INDIA
In 2011 IKEA is going to open its store in MALAYSIA
CHINA,JAPAN and SINGAPORE is profitable market to expand.
Future growth of IKEA in selected countries
IN AUSTRALIA AUSTRALIA is a big market for IKEA.There is
always demand for ready to assemble furniture.
IKEA increasing employees in there stores IKEA is currently operating in all the states
of AUSTRALIA and planning to increase its stores.
Future growth of IKEA in selected countries
Currently IKEA is not operating in LATIN AMERICA.(MEXICO,BRAZIL,CHILE,ECUDOR)
AFRICA can be a profitable market for IKEA (SOUTH AFRICA)
In ASIA, INDIA is a big potential market. IKEA is planning to open new store is china.
POTENTIAL MARKET FOR IKEA
IKEA is a well know global brand with hundreds of stores across the world.
IKEA Passion combines designs,low prices economical use of resources & responsibilty for people.
IKEA is intent on becoming a leading
example in developing a sustainable business.
CONCLUSION